Dans un contexte écologique alarmant, les stratégies marketing développées vers l’éco-responsabilité ne cessent de se développer.
Face à la volonté des consommateurs d’être acteur dans leur consommation, l’écologie est en hausse dans les préoccupations actuelles des français. Ce qui nous amène à nous demander : Comment les entreprises s’engagent-elles ? leurs prises de positions sont-elles sincères et concrètes ?
Analysons ensemble le cas de l’entreprise McDonald’s :
Passage au logo vert
Vous l’avez surement remarqué depuis 2010 votre enseigne de fast-food préférée a troqué son logo rouge et jaune pour un logo vert et jaune. Initialement ce changement a été opéré pour des raisons esthétiques et non pour des raisons écologiques comme on pourrait le croire dans les campagnes publicitaires sur leurs politiques environnementales.
En effet, c’est ce qu’affirme Caroline Deleuze dans le magazine Terraeco : « Depuis quelques années, l’enseigne a cherché à s’intégrer dans le paysage urbain et architectural. Elle a ainsi utilisé pour ses bâtiments de nouveaux matériaux comme le bois, l’aluminium, la pierre. Avec ce nouveau style architectural, McDonald’s a recherché l’harmonie possible entre ses restaurants et son image. C’est pourquoi nous avons posé les arches sur un fond vert. »
L’éthique sur la table
Malgré les différents engagements de Mcdonald’s sur la diminution des gaz à effet de serre, de l’origine des produits, l’agriculture biologique ou encore l’emballage des produits, certains points restent encore controversés.
- La viande provient à 50% de l’étranger
- Les fruits et légumes ne sont pas toujours de saisons comme les tomates cerises qui sont proposées pendant la période hivernale
- Les jouets des menus enfants dit “Happy Meal” majoritairement en plastique et fabriqués en Chine
- 34 000 tonnes d’emballages sont produits chaque année
Véritable prise de position ou stratégie marketing ?
Depuis plusieurs années, McDonald’s démontre ses actions en faveur de l’environnement comme par exemple sa consommation d’électricité qui est principalement issue des énergies renouvelables (l’entreprise représente environ 30 % des certificats verts en France), l’installation de pompes à chaleur pour chauffer ses fast-foods ou encore ses huiles de friture qui sont recyclées en biodiesel.
Ses belles initiatives ne camouflent pas d’autres problématiques causées par l’enseigne. En effet, l’entreprise est la première consommatrice de bœuf au monde, une des viandes les plus écologiquement coûteuse et néfaste pour la préservation des animaux. Ajoutons à cela les problèmes de santé publique causés par la malbouffe.
Le scandale des pailles “recyclables”
Depuis septembre 2018, la chaîne de fast-food McDonald’s abandonne petit à petit les pailles en plastique contre des pailles en papier provenant de «sources durables certifiées.» Cette campagne a été un énorme succès en montrant le rôle clé de McDonald’s dans la réduction des déchets plastiques et dans l’adoption de solutions durables.
Cependant, les nouvelles pailles en papier ne peuvent pas être recyclées et s’avèrent être en réalité plus polluantes.En effet, ces nouvelles pailles seraient trop épaisses pour être réutilisées donc elles sont jetées puis brûlées. Mcdonald’s aurait donc maintenue cette alternative seulement dans l’optique de convaincre les consommateurs de sa bonne communication environnementale.
Une politique durable qui tend à s’affirmer
En tout cas, McDonald’s aura réussi du passage au vert et il semblerait que le choix de l’étiquette verte soit incontournable quand on veut afficher ses intentions écologiques et montrer les bonnes résolutions déjà prises dans l’arrière-cuisine. Des actions à perpétuer pour répondre aux attentes des consommateurs !
Vous l’aurez compris, l’éco responsabilité est au cœur des nouvelles stratégies marketing et communication des marques. Cependant dans le contexte écologique actuel assez alarmant : s’agit-il de véritables prises de positions en faveur de l’environnement ou de la communication greenwashing ?
Et vous, qu’en pensez-vous de ces nouvelles transitions vertes au sein des marques ? 🙂
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